The talking machine world (Jan-June 1925)

56 THE TALKING MACHINE WORLD March IS, 1925 Easter and Other Holidays at This Season Offer Splendid Possibilities for Tie-Ups W. B. Stoddard Relates How Robinsons, Los Angeles, Staged an Easter Party for Children — Fitzgeralds, Also of Los Angeles, Cashed in on St. Patrick's Day Easter is associated in the mind of every child with gladness and song. During the Easter vacation there are parties galore, and a good talking machine will add immeasurably to the pleasure, both for the games and dancing, and for entertainment when they are temporarily tired of games. In order to suggest how well a phonograph fits in at a gathering of kiddies, Robinsons, Los Angeles, Cal., last season gave a big Easter party to the children of the city on the Saturday preceding Easter. In speaking of it Mr. Beebee said: "We did not issue personal cards, but advertised in the papers that on the Saturday preceding Easter we wanted every little girl— and boy, too, for that matter — to come to our big Easter party. So dense was the crowd that we had to let them in in squads at a time. The room had long rows of tables, and at each plate was a mug of lemonade and a half dozen sweet cookies. When the children had eaten they were entertained with one of the Bubble Book tales read by a young woman, with appropriate interludes for the records, which were placed on the machine by a little miss. Several juvenile dancers also gave an exhibition to the music of a talking machine and a class of girls went through a set of gymnastic exercises to music. At the conclusion of the entertainment the children were ushered out by one door, the tables quickly reset, and another batch of youngsters allowed to enter for a lunch and program." One of their windows effectively advertised the Easter party and juvenile phonographs and records. The window was floored with artificial grass, and in the background were natural palms and stalks of artificial red and white hollyhocks. Seated on the grass was a little girl in white, holding a basket of colored eggs, while at one end was a juvenile phonograph, upon which a little girl was placing a record, while gathered in a semi-circle, listening to the music, was a group of life-size cardboard white rabbits. Two cards, adorned with bunnies and eggs, advised: Don't forget the Easter party at Robinsons, Saturday afternoon, and don't forget to purchase some new records for your Easter party. The rabbit is inseparably connected with Easter, therefore in arranging a display for either adults or children if the bunnies are used they are sure to command attention. Clever St. Patrick's Day Tie-Up Fitzgeralds, Los Angeles, used the symbol of St. Patrick's Day, the shamrock, to good advantage in a window display that stopped all passersby. In the rear was a shamrock of green silk over wire, the leaf being eight feet high. In front of this, on a green felt cloth, were the life-size figures of an Irish lad and lass, in their peasant costumes of green and white, dancing an Irish jig. Ferns and palms were banked at the other end, and here on a platform was a phonograph, on the top of which was a little green figure dancing merrily as the record revolved. Billows of green and white silk trailed across the mound and down on to the floor, and on them were laid records to which were fastened big green shamrocks on each of which was printed, in black letters, the name and price of the piece. A rod, up which a rubber snake was climbing, held a framed card which observed: No St. Patrick Day Celebration is Complete Without Irish MusicMake Your Selection NOW. Thearles Music House Cashes In Thearles Music House, San Diego, Cal., was another firm that found a pre-St. Patrick's Day concert very profitable. It took the form of a matinee, and the program was about equally divided between phonograph selections and vocal ones by a local tenor. Before each record was placed on the machine the demonstrator told something of the origin of the song, or the circumstances under which it was written. There was a table heaped high with records and at the conclusion of the concert many sales were made — it being noticed that there was a marked preference for those that had been sung by the tenor, or rendered by the phonograph. A decidedly catchy window display served to call attention to the talking machines and records. Beside one of the cabinets was a large Victor dog, three feet high, with a green stovepipe hat upon his head and a huge bow of green about his neck. Fluted green curtains were hung at the windows in the background; the floor was covered with green crepe paper, and a tall lamp at one side had a large shade of green silk. Set in racks all over the floor were Irish records, with green shamrock hearts on which were printed the name and price of the selection. A large card bordered with gold, advised: THE WEARING O' THE GREEN. Make your selection now of records for the St. Patrick's Day party. At night the window was lighted with an absinthe glow, making it stand out distinctly from all the other displays in that vicinity. Window Created Holiday Sales Scruggs-Vandervoort-Barney, St. Louis, had a decidedly artistic window for the Irish holiday. Green silk curtains close to the glass were draped back at either side with loops of gold, to disclose the contents of the window. On the wall was a big green panel, on which, in white, were several bars of a song, the notes being small white clay pipes. Beneath the music were the words: Patsy loves to smoke a pipe — He loves to sing a song, Patsy loves a cup of tea — he wants it good and strong, Patsy loves a reel and jig, as everybody knows — He buys his records at our store and then straight home he goes. At one side was a large harp, draped with an Irish flag, and at the other a phonograph. Set on a mound in the center was a green shamrock three feet high, to which was fastened a number of records of Irish pieces, both vocal and instrumental. A suggestion that appeared both on a card in the window, and as an advertisement in the newspaper said: Gladden the hearts of the old folks at home with some old familiar Irish records — They will make the best St. Patrick's Day greeting you can send. Injunction Against Using the Word "Masterpiece" The Charles Freshman Co., Inc., New York, manufacturer of radio parts and Freshman Masterpiece radio receiving sets, has recently secured an injunction against the American Radio Mfg. Co., of Kansas City, Mo. The injunction restrains and enjoins H. Schwartzberg, doing business under the name and style of American Radio Mfg. Co., from using the word "Masterpiece" in connection with the manufacture, advertising, sale or offering for sale radio receiving sets or parts thereof. Display of Records in Showcase Creates Sales In the talking machine section of the large department store of Jas. McCreery & Co., New York City, a clever stunt brings records to the attention of visitors. Near the entrance to the department is a large glass showcase. In this case are displayed some of the latest recordings by famous artists and in addition photographs and cut-outs of the artists themselves, which are supplied by the manufacturers, are shown. The display is very attractive and invariably people stop before the showcase to glance over the titles of the records. In this store also special records are given publicity in the booths. All of these small items are proving salescreating factors. Graber Leases Larger Store Visalia, Cal., March 4. — In order to obtain larger display facilities, the Graber Music House, located for several years in the Hotel Johnson Building, has leased the corner store in the Balcony Building at Main and Garden streets. A new entrance and other alterations are being completed at the new address. Enlarges Brunswick Section Evansville, Ind., March 6.— Alterations have just been completed in the warerooms of the Stahlschmidt Piano Co., 678 Main street, in order to create more Brunswick display space. Have You A Genola in Your Toy Shop? It's a great little money maker — a child's phonograph retailing at $5.00 — that plays all flat records up to 10 inch size with the clear reproduction of a large machine. It is bright and appealing in appearance and makes a hit with both parents and children. The Genola stands but iy2 inches high. Then to retail at $10.00, there is The Baby Cabinet, standing 17 inches high and which is a delightful piece of nursery furniture as well as a splendid little talking machine. Order Samples Today THE GENERAL PHONOGRAPH MANUFACTURING CO. Elyrla, Ohio.